Mirriad does this through software manipulation of blank items
like walls and handheld items, and it turns out that Comedy
Centrals's parent company Viacom is a subscriber. So of course
that gave Colbert plenty of easy fodder.

Watch the clip below to see Colbert ready his episode for future
product placement with green paint-covered items like a soda can,
a cereal box, and well, something you'll have to watch the video
to the end to see. We'll just say that the audience freaked out
when he played with it near his face:

And while Colbert's clip is hilarious, Mirriad doesn't actually
need green screen technology to insert an ad. Here's an example
with a regular newspaper:

Mirriad

Now it's a Cadillac ad:

Mirriad

Here's another example, this time in a parking lot:

Mirriad

Now that plain grate is a Mitsubishi ad:

Mirriad

Brands like Sony, Domino's, Lexus, and Yahoo have worked with
Mirriad, which won an Oscar in 2013 for advancement in
technology.